attribution

attribution

An inference about the cause of a particular person’s behaviour(s) or of an observed action or event. Attribution can be explanatory, in which the viewer seeks a reason that a particular event occurred, or interpersonal, in which one explains the actions of oneself or others.

attribution

a person's inference about the cause of their behaviour or a behavioural outcome with regard to whether the behaviour or outcome is caused by internal factors (e.g. effort or ability) or external factors (e.g. chance or the influence of other people). attribution theory a theory designed to explain the types, antecedents and consequences of individuals' attributions.

First, since attribution tells your franchisee which marketing activity definitively contributed directly to a sale, you can show exactly where a higher investment should lead to more sales, all other things being equal.

Although there are slight variations in paradigms used to classify causal attributions, most are centered around the following three general dimensions: locus of causality (the extent to which the attribution is viewed as having been influenced by the individual or other sources), stability (the extent to which the attribution remains constant over time), and controllability (the extent to which the individual can control the attribution) (Martin & Carron, 2012; Weiner, 1985).

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